Customer Insights: Quantitative Techniques for New Products
Master quantitative marketing research for new product development. Learn concept testing, conjoint analysis, and market forecasting.
Master quantitative marketing research for new product development. Learn concept testing, conjoint analysis, and market forecasting.
This course delves into quantitative marketing research techniques for assessing new product opportunities. Led by James Lenz, it covers the entire new product development (NPD) process, from idea generation to market forecasting. You'll learn design thinking, concept testing, conjoint analysis, and test marketing processes. The course emphasizes practical applications, including survey development, data analysis for pricing and positioning, and sales forecasting. Through authentic business situations and expert interviews, you'll gain hands-on experience in evaluating consumer responses, quantifying customer benefits, and estimating market potential for new products.
3.7
(32 ratings)
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English
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What you'll learn
Understand the new product development process and its challenges
Learn to generate and evaluate product ideas using quantitative techniques
Master concept testing and conjoint analysis for assessing customer preferences
Develop skills in survey design and data analysis for product positioning
Gain proficiency in estimating market size and sales potential for new products
Apply design thinking principles to creative problem-solving in product development
Skills you'll gain
This course includes:
3 Hours PreRecorded video
7 quizzes
Access on Mobile, Tablet, Desktop
FullTime access
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There are 5 modules in this course
This course provides a comprehensive overview of quantitative techniques for new product development and customer insights. Students will learn the entire process from idea generation to market forecasting. The curriculum covers design thinking, concept testing, conjoint analysis, and test marketing processes. Participants will develop practical skills in survey creation, data analysis for pricing and positioning, and sales forecasting. The course emphasizes real-world applications through authentic business situations and expert interviews, preparing students to make data-driven decisions in product development and marketing.
Welcome
Module 1 · 2 Hours to complete
Idea Generation
Module 2 · 2 Hours to complete
Concept Testing
Module 3 · 2 Hours to complete
Test Marketing Processes
Module 4 · 2 Hours to complete
Estimating the Size of the Market
Module 5 · 3 Hours to complete
Fee Structure
Payment options
Financial Aid
Instructor
Adjunct Professor of Business Administration
James Lenz is an Adjunct Professor at the University of Illinois Urbana-Champaign, where he brings a wealth of experience from his extensive career in engineering and product development. He has worked with major companies such as Boeing, Honeywell, John Deere, and the University of Minnesota, contributing to over 100 new product developments. Lenz holds 26 patents and has published more than 60 technical papers covering a range of topics, including electromagnetics, sensors, electronic designs, control circuitry, software development, and technology management. He earned his MS degree in Physics from the University of Wisconsin, equipping him with a strong foundation for his work in both academia and industry. Through his teaching and research, Professor Lenz continues to influence the next generation of engineers and business leaders.
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3.7 course rating
32 ratings
Frequently asked questions
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